Next year is giving us all a good reason to smile, and it’s not just at the prospect of a Covid-19 vaccine emerging out of a year of turmoil. More so than that, 2021 marks the 100th anniversary of the Laughing Cow.
Bel Licensing has now earmarked the coming year as one for celebration, bringing in its roster of 40 continent-spanning licensees to take part in the joviality, and celebrate the iconic Laughing Cow – the image that has been called the ‘pop art incarnation of the Mona Lisa’ by the US conceptual artists Mel Bochner, in the only way it knows how.
Created in 1921, iconized by Benjamin Rabier in 1923 and present in more than 130 countries, the Laughing Cow brand will be celebrated by its nearly 40 licensees across food and non-food categories and spanning a licensee roster of long-established partners and brand new ones.
Patrick Tamburlin, Bel Licensing manager, has hinted at new deals to launch across the globe throughout the coming year, as well as the launch of a new TV ad spot, a new style guide celebrating the 100th anniversary, 100 years limited edition packaging, in-store pop-ups and more.
New partnerships brokered by Pink Key Licensing in the EMEA, and Design Plus Licensing in the US, as well as Infiniss in Korea will all be celebrated.
“So many new deals to arrive and other ones to (re) discover all over 2021 to reinforce huge brand celebration (new TV copy, 100 years specific logotype, 100 years limited packaging edition, pop-up store…) echoing The Laughing Cow universal brand mission ‘It’s better to laugh’,” said Tamburlin.